Engaging Gen Z requires authenticity, nuance, and strategy—just like top retail brands use to stay relevant. Retailers have evolved fast by leveraging authentic storytelling and personalized experiences; universities can do the same to build real connections. Here’s how:

1. Peer Influencer & Student Stories vs. Retail Influencer Content
Retailers trust peer reviews and influencer stories to build trust. Universities should do the same—encouraging students to share honest, peer-led videos and testimonials. These authentic voices are more compelling than scripted ads and help prospective students relate to real experiences.

2. Using Data & Moments to Personalize vs. Curated Recommendations
Retailers use browsing and purchase history to serve relevant offers. Similarly, higher ed can leverage data and key moments in a students’ college prep journey to show students how their values and interests align with your campus. Imagine how valuable it would be to a student to remove the need for them to compare their data and interests to a separate set of eligibility requirements and nuances of your campus culture to see if you’re a match? This level of targeted engagement can be crucial for students under 18 who are still figuring out how to navigate the complex process of choosing a higher education institution.

3. Transparency & Social Responsibility vs. Brand Purpose & Values
Retail brands highlight sustainability and ethics to connect emotionally. Universities should be transparent about costs, aid, and challenges—hosting open forums or webinars to address concerns. This honesty builds trust and shows you genuinely care about students’ broader values.

In summary:
By adopting these 3 retail strategies—authentic storytelling, meaningful personalization, and transparency—higher ed can develop deeper, trust-based relationships with Generation Z. It’s time to move beyond superficial marketing and truly support students' journeys.

Interested in applying these strategies today? Meet with us to learn how SchooLinks supports an integrated k-16 experience.

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